Hobart and William Smith’s (HWS's) mission is to prepare students to lead lives of consequence. A liberal arts and sciences institution, HWS is known for consistently and successfully preparing students for meaningful lives and fulfilling careers. To convey that value, we produced a 26-page viewbook that outlines the steps in our flagship career-preparation program, Pathways, and provides examples of how current students and recent graduates find success. The accessible copy, paired with inventive design and engaging photography, provide a roadmap, helping prospective students understand the range of experiences available to them at HWS. With a goal of immediately impacting first-year enrollment, we mailed a copy of the book to more than 2,500 admitted students in mid-April, just before our May 1 deposit deadline. After the brochure was mailed, 7% of our incoming class enrolled. Coincidentally, total enrollment was up 7% for the incoming class, compared to the prior year. The piece was used again in fall 2023, sent to seniors who had applied to HWS or shown interest in another way. We mailed 7,271 copies, and 5% of the non-applicants applied after receiving the brochure, aiding in a record-breaking application year.
From the Judges
A great attention-grabbing cover accompanies this piece, which focuses on outcomes--extremely important in today's market. A great example of using money in an efficient way ($4.76 per item). The content is clear and includes great, specific examples. This piece stands out!
